Engaging the Mommy Audience: Hospital Mommy Blogs<br />Brooke Tyson Hynes, Tufts Medical Center<br />Dan Dunlop, Jennings<...
Marketing to Moms<br />Market “with” rather than market “to”<br />Engage and allow for conversation<br />Communicate share...
Social Networks & Psychology<br />Social Networks: Supreme community building tools<br />A gift (and a potential curse) to...
The Mommy Blog Phenomenon<br />Deep South Moms Blog<br />Organic and Green Mom Blog<br />Mile High Moms<br />A Mediocre Mo...
Understanding the Social Mom<br />http://tinyurl.com/4pqu2cp<br />
Why does your hospital use social media ? Is there strategic intent?<br />
Hive Marketing <br />Bringing together individuals with a shared interest (moms, for example)<br />Allowing them to share ...
Important Vehicle for Segmenting Your Audiences<br />You are not speaking to a homogenous group<br />So to most effectivel...
Building Up Equity for a Rainy Day<br />“Green Stamps” analogy<br />Market traditional services<br />Circumvent traditiona...
Twitter/Facebook/Blog Trifecta<br />Power of using these in tandem<br />Twitter’s ability to reach out<br />Facebook’s pos...
Hospital Blogs<br />Seattle Mama Doc<br />Wendy Sue Swanson, MD<br />
Hospital Blogs<br />
Hospital Blogs<br />
Hospital Blogs<br />
Branded Facebook Page<br />
Hospital Blogs<br />
Hospital Blogs<br />
Merrimack Valley Moms<br />
Merrimack Valley Moms Blog<br />How do we engage busy moms?<br />Lowell General Hospital & Tufts Medical Center decided to...
Merrimack Valley Moms<br />
Facebook Promotion<br />Posted contest announcement to Facebook Wall:<br />Looking for 4 local moms to serve as bloggers<b...
Facebook Promotion<br />Posted contest announcement to Facebook Wall:<br />Lots of engagement during the contest<br />Supp...
Merrimack Valley Moms<br />Spreading the word via area Facebook groups<br />
Merrimack Valley Moms<br />
Feature from Lowell General’s newsletter<br />
Mommy Blog Brunch<br />Purpose: create community<br />Encourage the moms to support one another<br />Comment on each other...
http://tinyurl.com/4pqu2cp<br />
http://tinyurl.com/4pqu2cp<br />
Rules of Engagement<br />Keep it positive<br />Write about your life experiences<br />Avoid negatives – not here to critiq...
Blog Mechanics<br />Wordpress blog – very easy<br />Post 4 to 5 times each week<br />Moms submit word documents and photos...
Blog Mechanics<br />Each new entry is posted to the hospital’s Facebook wall<br />We Tweet a link to each new post (LGH an...
Engagement & Results<br />What we’ve seen so far (9 months):<br />208 comments!!<br />13,273 visitors<br />Average 1,500 p...
Merrimack Valley Moms<br />Examples of engagement <br />on Facebook<br />
Results/Outcomes<br />Community - made up of our target audience<br />Vehicle for marketing service lines<br />Vehicle for...
Results/Outcomes<br />LGH – now1,016Facebook followers<br />786 Twitter followers<br />Both grew significantly since conte...
Merrimack Valley Moms<br />
Merrimack Valley Moms<br />
Merrimack Valley Moms<br />
What We Learned<br />Succeeded in creating community<br />Need to expand that community<br />Bloggers vary in productivity...
SignatureMoms.com<br />
Signature Healthcare<br />In affiliation with Tufts Medical Center<br />Brockton, Massachusetts<br />Lost connection with ...
Overall Ad Campaign<br />
http://signaturemoms.com/<br />
Supporting Print Ad<br />
Supporting Bus Ad<br />
Facebook Promotion & Engagement<br />
Facebook Promotion & Engagement<br />
Facebook Promotion & Engagement<br />
http://tinyurl.com/4pqu2cp<br />
http://tinyurl.com/4pqu2cp<br />
Blog Traffic<br /><ul><li> 1,154 visitors during first 6 weeks (contest period)</li></li></ul><li>Blog Traffic<br /><ul><l...
 25,160 post views, 252 post comments/likes</li></li></ul><li>Rapid Twitter Growth<br /><ul><li>328Twitter followers by en...
604updates</li></li></ul><li>Measure of Online Influence<br />
<ul><li> Daily News ReTweeted201times; 281 online views
http://paper.li/SignatureHlth</li></li></ul><li>
Questions:<br />Should the mommy blog have its own Twitter feed?<br />Facebook page?<br />What are the opportunities to fu...
Other Types of Blogs to Engage Different Constituents<br />
http://www.msnbc.msn.com/id/9889617/<br />
Contact Information<br />Brooke Tyson Hynes, Tufts Medical Center<br />BTysonHynes@tuftsmedicalcenter.org<br />Twitter: @T...
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Upcoming SlideShare
Loading in...5
×

Engaging the Mommy Audience with Mommy Blogs

1,350

Published on

This is my presentation from the 2011 Healthcare Marketing Strategies Summit in Orlando, FL.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,350
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
19
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • DD -
  • DD -
  • DD -
  • DD -
  • DD -
  • DD -
  • DD -
  • DD -
  • DD -
  • DD -
  • DD -
  • DD -
  • BTH -
  • BTH -
  • BTH -
  • BTH -
  • BTH -
  • BTH -
  • BTH -
  • BTH -
  • BTH -
  • BTH
  • BTH -
  • BTH -
  • BTH – Examples of a couple of comments from visitors to the blog
  • BTH -
  • BTH -
  • BTH – Shows Twitter followers growing the first few weeks of the promotion
  • BTH -
  • BTH -
  • BTH -
  • Engaging the Mommy Audience with Mommy Blogs

    1. 1. Engaging the Mommy Audience: Hospital Mommy Blogs<br />Brooke Tyson Hynes, Tufts Medical Center<br />Dan Dunlop, Jennings<br />March 27, 2011<br />
    2. 2. Marketing to Moms<br />Market “with” rather than market “to”<br />Engage and allow for conversation<br />Communicate shared values<br />Must feel authentic<br />Provide value via the relationship<br />How do you enrich her life?<br />Sense of community - belonging<br />
    3. 3. Social Networks & Psychology<br />Social Networks: Supreme community building tools<br />A gift (and a potential curse) to healthcare marketers<br />The psychology of social networking:<br />The importance of connecting; sense of community<br />Allows one to create a more vivid personal brand<br />Sense of empowerment<br />Studies have shown that the brain reacts to social networking interaction as if they were in-person interactions (oxytocin hormone); Users get the same emotional benefit<br />Heightened feeling of trust, empathy and generosity<br />
    4. 4.
    5. 5. The Mommy Blog Phenomenon<br />Deep South Moms Blog<br />Organic and Green Mom Blog<br />Mile High Moms<br />A Mediocre Mom Blog<br />Frugal Mom Blog<br />American Muslim Mom Blog<br />Snarky Mommy<br />Crafty Mom Blog<br />Single Mom Blog<br />Agnostic Mom Blog<br />Ninja Mom<br />
    6. 6. Understanding the Social Mom<br />http://tinyurl.com/4pqu2cp<br />
    7. 7. Why does your hospital use social media ? Is there strategic intent?<br />
    8. 8. Hive Marketing <br />Bringing together individuals with a shared interest (moms, for example)<br />Allowing them to share their passion<br />In the case of brand advocates, giving them a forum to express their support<br />Feeding them information that confirms their decision to support the brand<br />Activating them when needed<br />
    9. 9. Important Vehicle for Segmenting Your Audiences<br />You are not speaking to a homogenous group<br />So to most effectively engage segments of your customer base, you can create vehicles that speak to them specifically<br />“Social media will prove to be the nail in the coffin of the one-size-fits-all customer experience model.” Robert Wollan & Nick Smith<br />Mommy blogs are exactly that kind of tool<br />
    10. 10. Building Up Equity for a Rainy Day<br />“Green Stamps” analogy<br />Market traditional services<br />Circumvent traditional media when necessary<br />Take messaging directly to audience, unfiltered<br />Allow for conversation and engagement<br />
    11. 11. Twitter/Facebook/Blog Trifecta<br />Power of using these in tandem<br />Twitter’s ability to reach out<br />Facebook’s positive character, storytelling ability and group-building capacity<br />Blog: long-form storytelling; ability to establish a brand voice/personality<br />
    12. 12. Hospital Blogs<br />Seattle Mama Doc<br />Wendy Sue Swanson, MD<br />
    13. 13. Hospital Blogs<br />
    14. 14. Hospital Blogs<br />
    15. 15. Hospital Blogs<br />
    16. 16. Branded Facebook Page<br />
    17. 17. Hospital Blogs<br />
    18. 18. Hospital Blogs<br />
    19. 19.
    20. 20.
    21. 21.
    22. 22.
    23. 23.
    24. 24.
    25. 25. Merrimack Valley Moms<br />
    26. 26. Merrimack Valley Moms Blog<br />How do we engage busy moms?<br />Lowell General Hospital & Tufts Medical Center decided to start a mommy blog for the Merrimack Valley Region of Massachusetts.<br />Recruiting bloggers via a Facebook contest<br />The contest’s impact on Twitter and Facebook<br />Building community: Mommy Blogger Brunch<br />
    27. 27. Merrimack Valley Moms<br />
    28. 28. Facebook Promotion<br />Posted contest announcement to Facebook Wall:<br />Looking for 4 local moms to serve as bloggers<br />$250 prize and a position as a mommy blogger<br />Month-long promotion<br />Entries: write on our Facebook Wall and tell us why you’d be a great mommy blogger<br />Extended the contest to heighten interest<br />Selected 4 local moms and one employee of LGH<br />
    29. 29. Facebook Promotion<br />Posted contest announcement to Facebook Wall:<br />Lots of engagement during the contest<br />Supporters of each of the blogger candidates would come to the site and voice their support<br />Drove Facebook likes and Twitter Followers<br />The announcement of the winners led to terrific press coverage<br />Each blogger brought her own group of followers to our new community!<br />
    30. 30. Merrimack Valley Moms<br />Spreading the word via area Facebook groups<br />
    31. 31. Merrimack Valley Moms<br />
    32. 32. Feature from Lowell General’s newsletter<br />
    33. 33. Mommy Blog Brunch<br />Purpose: create community<br />Encourage the moms to support one another<br />Comment on each other’s blog posts<br />Promote posts via Facebook and Twitter<br />Teach mommy bloggers how to use Twitter<br />Explain rules of engagement<br />Distribute the posting schedule<br />Video the moms for intro posts<br />
    34. 34. http://tinyurl.com/4pqu2cp<br />
    35. 35. http://tinyurl.com/4pqu2cp<br />
    36. 36. Rules of Engagement<br />Keep it positive<br />Write about your life experiences<br />Avoid negatives – not here to critique local businesses<br />Generally avoid healthcare as a topic<br />Avoid becoming an expert<br />
    37. 37. Blog Mechanics<br />Wordpress blog – very easy<br />Post 4 to 5 times each week<br />Moms submit word documents and photos<br />Marketing team edits and posts entries<br />We supplement with posts about local events and hospital events<br />Guest bloggers from the hospital<br />Marketing team approves comments<br />
    38. 38. Blog Mechanics<br />Each new entry is posted to the hospital’s Facebook wall<br />We Tweet a link to each new post (LGH and Tufts Medical Center)<br />We created a hashtag to make it easy to follow the blog on Twitter (#mvmoms)<br />
    39. 39. Engagement & Results<br />What we’ve seen so far (9 months):<br />208 comments!!<br />13,273 visitors<br />Average 1,500 per month<br />50 visitors per day<br />15 hours per month to maintain<br />
    40. 40.
    41. 41.
    42. 42. Merrimack Valley Moms<br />Examples of engagement <br />on Facebook<br />
    43. 43. Results/Outcomes<br />Community - made up of our target audience<br />Vehicle for marketing service lines<br />Vehicle for marketing our affiliation<br />Press coverage – regional and industry-wide<br />Developed a model that can be sustained<br />Opportunity for year-round engagement<br />Deepened relationship with target audience<br />Enhanced social media presence across platforms<br />
    44. 44. Results/Outcomes<br />LGH – now1,016Facebook followers<br />786 Twitter followers<br />Both grew significantly since contest started<br />128 click throughs for more info about Floating Hospital for Children<br />210 click throughs for more info about Lowell General Hospital<br />Blog’s top referrers have been Facebook, LGH website and Twitter<br />
    45. 45. Merrimack Valley Moms<br />
    46. 46. Merrimack Valley Moms<br />
    47. 47. Merrimack Valley Moms<br />
    48. 48.
    49. 49.
    50. 50. What We Learned<br />Succeeded in creating community<br />Need to expand that community<br />Bloggers vary in productivity<br />Need additional bloggers to sustain momentum and keep interest<br />Looking into a second contest to recruit more bloggers<br />Challenge securing guest bloggers from hospital – adding health content<br />
    51. 51. SignatureMoms.com<br />
    52. 52. Signature Healthcare<br />In affiliation with Tufts Medical Center<br />Brockton, Massachusetts<br />Lost connection with the community<br />Financial woes<br />Leadership transition<br />Suburban competitors<br />Lack of marketing infrastructure<br />No social media presence<br />
    53. 53. Overall Ad Campaign<br />
    54. 54. http://signaturemoms.com/<br />
    55. 55. Supporting Print Ad<br />
    56. 56. Supporting Bus Ad<br />
    57. 57. Facebook Promotion & Engagement<br />
    58. 58. Facebook Promotion & Engagement<br />
    59. 59. Facebook Promotion & Engagement<br />
    60. 60. http://tinyurl.com/4pqu2cp<br />
    61. 61. http://tinyurl.com/4pqu2cp<br />
    62. 62. Blog Traffic<br /><ul><li> 1,154 visitors during first 6 weeks (contest period)</li></li></ul><li>Blog Traffic<br /><ul><li> 2,999 visitors during first 11 weeks </li></li></ul><li>Early Facebook Demographics<br /><ul><li> 204 Facebook fans during first 6 weeks (contest period)
    63. 63. 25,160 post views, 252 post comments/likes</li></li></ul><li>Rapid Twitter Growth<br /><ul><li>328Twitter followers by end of contest
    64. 64. 604updates</li></li></ul><li>Measure of Online Influence<br />
    65. 65. <ul><li> Daily News ReTweeted201times; 281 online views
    66. 66. http://paper.li/SignatureHlth</li></li></ul><li>
    67. 67.
    68. 68.
    69. 69. Questions:<br />Should the mommy blog have its own Twitter feed?<br />Facebook page?<br />What are the opportunities to further build community in real life – in conjunction with the mommy blog? Events? Seminars?<br />Should you allow advertising on the site?<br />
    70. 70. Other Types of Blogs to Engage Different Constituents<br />
    71. 71.
    72. 72. http://www.msnbc.msn.com/id/9889617/<br />
    73. 73. Contact Information<br />Brooke Tyson Hynes, Tufts Medical Center<br />BTysonHynes@tuftsmedicalcenter.org<br />Twitter: @TuftsMedicalCtr<br />Dan Dunlop, Jennings<br />ddunlop@jenningsco.com<br />Twitter: @dandunlop & @JenningsHealth<br />Blog: http://thehealthcaremarketer.wordpress.com<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×